Tempted to Peek? Why Sequential Testing May Help
ConversionXL
MAY 12, 2020
Much has been said on this blog and elsewhere about the evils of peeking. In one article , peeking is defined as calculating p-values after each observation is added to the sample. In other words, I designed a test by the book with a fixed sample size, then calculated p-values after simulating the traffic in 10% chunks.
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